Old Fashioned Values - In A Modern Setting. A Diamond In The High Street.

Thursday 14th February 2013

It seems to be bad news after bad news on the High Street these days and Chesterfield, like many towns across the country, is reeling in the financial climate, which is proving to be far more difficult to get out of and dragged on longer than anyone predicted.

However, one businesswoman in Chesterfield is bucking that trend and is hoping not just to rejuvenate a store, but also bring more footfall onto the High Street and local economy.

Helen Dimmick is MD of Green and Benz, having taken over the four stores in Chesterfield and Sheffield from the eponymous team Shane Green and Julie Benz recently.

What she isn't however is your typical jeweller! Spend a short degree of time with Helen and you will learn how passionate and enthusiastic she is about jewellery - and with an academic background and a CV which includes a managing role at Tiffany's on Bond Street, she's knowledgeable too.

She is also a self styled 'Northern Lass' and it is that fact which snatched her back from the bright lights of the 'Big Smoke' and into the local town centre.

Despite the recession and the doom and gloom of closures around town, Helen is determined that old fashioned shopping values will prevail - and it is those, she believes, that will see shops survive..."In Chesterfield, I really do think you get to the heart of your customers. It's a market town and customers here have been very loyal to the brand - it started as Uno - and I think we've been on a journey together.

"I am a northern girl from the other side of the Pennines (but hopefully still welcome here!) and I love northern towns. I think you get to know your customers and have a relationship with them. There's a real sense of community and family and that's something that's often lost in big cities.

"We're an independent business and there are lots of lovely people around us. Together we are supporting the High Street and getting more people to come in and experience the joy of shopping.

"I hate the hard sell, you walk into a shop that's selling something and you shouldn't think you have to buy. Retail isn't just about being sold to - it's about the experience. Come and say hello, that's what I want!

"Retail is changing - people can browse web sites but people want to try jewellery on and feel it. We are embracing technology - we're launching a 'design your own ring' in March - but it's about embracing both sides of it.

"We are being driven back to the old fashioned shopping values again - family, trust and service - and it's what matters to us.

"I heartily recommend a book by Gary Vaynechuk, 'The Thank You Economy', in that he says one hundred years ago you had the High Street and you had your butcher etc and they had to provide you with the best service or you would go back and tell the neighbours. With the advent of the motor car and the out of town shopping centres, it didn't matter if you upset one customer as there were more coming in.

"Now social media has made word of mouth important again and suddenly that recommendation is once more really important. We're going back to traditional values."

Helen also believes passionately in her products and, again despite difficult trading conditions, believes there is a market for jewellery more than ever...
"Times are hard - but if you have a little bit, put it in into something that lasts a lifetime."

And that's very much Helen's ethos - that the story of anyone's jewellery is personal and part of his or her journey.

Her connection to jewellery started by that very discovery in a surprising way...
"I was always interested in jewellery. I wanted to be a ballet dancer, but when you get to 5ft 8in - and are 6 foot tall on points - that isn't going to happen!

"This is going to sound ridiculous but I saw a pectoral that belonged to Tutankhamen and I couldn't believe that something was so beautiful and so symbolic - and what this one piece of jewellery told me about this man - his life, the country and everything, North Egypt and Upper and Lower Egypt and all those divine symbols.

"I couldn't believe that people could talk and communicate through jewellery and I find that fascinating and that's why I love this. I love people, I love jewellery and I love putting the two together. Jewellery says something about us and I find it a real privilege that we're there for people at those times."

Helen set about discovering her craft - starting with a degree in history of art and architecture and went on to become a fellow of the Gemmological Association and a diamond grader, saying...
"For me it's important to bring the scientific knowledge too and to be able to bring that to the customers. What I'm trying to establish with the brand is that it's not only somewhere to come for a wonderful experience - but for great information as well.

"We're dealing with highly valuable and portable commodities and the most important thing is trust - you need to know what you're buying. We're here to guide people through that process, that's where I'm a little bit different, as not everyone has done it through that approach."

Her journey to Chesterfield was a varied one...
"I started at the Costume Museum at Bath and then did work experience at Phillips auctioneers where I became the assistant to the lady who ran the silver and jewellery department.

"When they then opened the Bayswater site, I became their in house valuer for two years. After being at Bentley and Skinner on Bond Street for two years - which was fantastic - the lure of Tiffany's across the road was too much and I stayed there 5 years.

"Tiffany's was incredible - the bastion of customer service and best practice. I really went through the ranks there and became store manager. I went to New York and got a really good grounding, but I'm a northern lass and the north called.

"I met Shane and Julie who opened Green and Benz and in time, they contacted me about taking over the business. We're now relaunching it and I'm very excited - I love it."
With a shop full of pieces to choose from daily, Helen admits she is spoiled, but says that surprisingly, she doesn't have much jewellery of her own...
"My personal favourites are pieces by Fei Liu, but my own jewellery is pieces which mean something for me. My favourite is my grandma's wedding ring - I'd go in a burning building for it - it symbolises my past and so much love, it's so important to me."

Helen and her staff put back into the community in other ways too...
"I have chosen three charities to help support - 'I Can Dance' - which teaches children with special needs to dance and we have a range of dancing jewellery, The Sheffield Children's Hospital and The Diving School.

"I believe we're lucky - we live in a fantastic world and have a nice life, times are hard but I'm looking for ways to put back."

Back to business and Helen is here to stay and looking forward to the future...
"I love what I do and I'm very proud of my team. This company is about my staff. I have to pinch myself, I can't believe that I'm able to do this! It's tough out here but I'm very lucky, it's a dream."

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